Company said product responds to consumer expectations for freshness, quality, and sustainable packaging
Hortifrut has announced that NaturAll, the first “on-the-branch” blueberry, is now available in Europe. The concept, which was launched at last year’s Fruit Attraction in Madrid, is inspired by products such as vine tomatoes. It keeps the fruit attached to the stem, prolonging its freshness and providing nutrients even after harvest. Hortifrut said it represents a notable innovation for a market that until now has been differentiated mainly by variety.
Unlike traditional blueberries – sold in bulk or in small packages – bunch blueberries are designed to offer a visible narrative of origin: consumers see part of the stem, reinforcing the perception of freshness and traceability, less post-harvest handling and potentially less mechanical damage.
“By preserving part of the bunch, the consumer understands that the fruit is freshly picked from the field and is still metabolically alive,” the company said. “This helps preserve flavour and firmness for longer, even after harvesting.”
The product is being sold in 100 per cent plastic-free packaging, using cardboard and recyclable cellulose windows, aligning with European ecological demand.
Carlos Bonilla, global director of genetic development at Hortifrut, commented: “Our goal is to innovate sustainably and add value to the market. We want consumers to better understand the product and increase consumption of berries as a healthy option”.
Product differentiation, key in saturated markets where variety doesn’t overwhelm consumers.
The launch of NaturAll responds to consumer needs and meets their expectations for freshness, quality, and sustainable packaging.
